In 
The customer is king.
But do you actually treat him like one?
Ask any company focused on customers and the answer is likely to be: Of course. We have a fully automated CRM application, which enables our customers to reach out to us anytime, anywhere.
But are customers reaching out to you? Has the dependence on calling or demands for visits gone down? Not really, they admit.
In fact, chances are customer attrition rates are high, conversion rates are low and your costs are spiralling as you have to go back to using high-cost service channels to get access to your customers.
Why does this happen? The CRM application, though undoubtedly robust and process-driven, is not able to deliver the experience a customer expects. This is because the CRM application was created keeping the business process in mind, not the customer experience.
Today, in the Web 3.0 age, the customer is accustomed to experiences that are intuitive, interactive and engaging. Most CRM applications cannot rival that. So how do you get your customers to engage with your business interfaces, such as CRM applications, portals, and e-commerce sites?
Adobe has an answer. With Adobe Solutions for Customer Experience Management (CEM), Adobe has taken the Flash and PDF formats, both of which are well known to your customers, and extended them to the enterprise platform. This platform integrates with your systems and processes to create interactive and meaningful digital experiences for customers
Companies have used CEM solutions to reach out to new audiences, reduce their sales cycle, and saved on CRM costs. For instance, PNC Bank opened a youth-friendly banking website, PNC Virtual Wallet using Adobe CEM solutions. . They acquired 14,000 new accounts in the first two months and are seeing 80% usage in the 17- to -34-year-old segment.
A large European insurance company used CEM solutions and developed a way to do sales virtually by setting up a highly interactive web-based conference. They achieved a 90% close rate on web-to-agent sales opportunities. Their call centre reps are over 200% more effective than on-site sales reps.
A large UK government call centre front-ended its CRM system with an intuitive Adobe CEM-based application to serve its citizens. They saw a 66% reduction to the cost of handling customer service inquiries, reduced the average time-to-benefit from 26 to 6 days, raised satisfaction from 58% to 70%, and reduced CSR training from two years to two days.
Most businesses today feel a growing need to create engaging customer experiences across communication channels. And businesses are also looking to increase investments in customer self-service technology in the near future. With an impressive list of companies that have already used CEM to create rich experiences for their customers, Adobe is well-poised to redefine customer service.
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